Show notes: www.entrepreneursintraining.net/50
How To Write a Tagline
My biggest takeaway from learning about taglines is: There are no rules or formulas for writing the perfect tagline.
What is a tagline?
A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey.
Should you have a tagline?
Some people think you shouldn't even use a tagline. There are many examples of companies that don't (Google, Microsoft, Facebook).
Big Principles
However, there are some overarching principles to guide you. I repeatedly came across the following in tons of resources on the topic:

A great tag line is memorable, enlightens people about your business, and differentiates your company and product from competitors.
It is not about you, it’s about the customer.
Think about the benefits for the customer.
Strive for clarity over cleverness.

Types of Taglines
The folks at ittybiz.com wrote an insightful post. I recommend reading their full article. They distinguish 2 types of effective tagline types:

“I do [this thing] for [these people]â€

Example: Career coaching for senior executives

“I do [this thing] in [this way].â€

Example: "Website design done in a week"

Big Claim

Amazon – “Earth’s Biggest Book Store.â€

How to Write Your Business Tagline
Nancy Friedman wrote two great posts to help you build a better tagline. Here are 2 examples of her 6 techniques to write a good tagline:

Parallel contrast. Where each half is a complete sentence and both halves follow the same structure. The second half provides the contrast—and the payoff.

“Always on. Slightly off†Independent Film Channel
“Expect more. Pay less.†Target

Rhyme. Can aid memorability.

We all know Folgers' “The best part of waking up, is Folgers in your cup."

Tagline Checklist
Once you have some tagline options, it doesn't hurt to go through a tagline checklist. Make sure it's the right one. Examples from that simplewebsiteservice.com link (lots more there):

Is it easy to say and remember?
Are you speaking in a language and tone that your customers can understand?